AEE Courses

Specialized Training for enoTourism Professionals


Tourism is an economic industry where human capital is an essential strategic factor for competitiveness. Its relevance as a true competitive strategy basically lies on the fact that the quality perceived by the customer of the experience, largely falls on the ability of the professionals responsible for designing and implementing the services that the customer buys.


In the case of enoTourism, the professional competencies developed by professionals, influence on: a) the quality of the customer’s wine tourism experience, b) the competence of the tourism destination where the wine experience is located and c) the positioning and the image of the brand-region and brand-country.

Human resources play an essential role in the creation of value: the persons are the only factor capable of generating different, unique, close and customized wine tourism experiences.

That is why professionals who design, organize, promote, market and implement enoTourism need to be empowered on those subject areas that will enable them to successfully develop their role, contributing to the improvement of competitiveness of their organization in a decisive way and so to the Spanish enoTourism.

Aiming at this objective, the Asociación Española de Enoturismo, with its F.I.E. Program (Integral Training in Wine Tourism) has developed an Executive Training Program, aimed at professionals in establishments and destinations whose challenge is to undertake responsibilities in the different wine tourism programs. A program that will cover all and each of the areas which provide value to an activity of great impact in the economic, social and cultural dimensions of our companies and our regions.

The mission of the F.I.E. Program and its Executive Courses is to offer a high level of training and qualification for the professionalization of the human capital in the techniques, knowledge, skills and competencies required in order to run and manage the enoTourism value offer of companies, institutions and wine tourism destinations based on the principles of sustainability, innovation and excellence. 

This methodology relies on the result-oriented practical learning, including current and advanced management models on each subject area. It consists of a theoretical-conceptual part necessary for the acquisition of knowledge based on management trends and of a practical part where knowledge, skills and approaches are used by means of case-method and work team. All along its development, the interactive dynamics and the involvement of participants contributing with their experience and know-how, enrich the learning and turn the course into a stimulating space for knowledge management. Each training activity is customized according to the specific needs and interests of each type of recipient, whether they are wineries, wine museums, destinations or other enoTourism entities.

With a deep knowledge of the sector, the market and the tendencies in Tourism, Oenology and enoTourism, our training team is made up of expert professionals, highly qualified by their careers and academic path. Likewise, business and institutional leaders of the national scenario take part in our training programs.

The Executive Corporate Training Program is designed according to a set of introductory seminars/workshops -necessary to qualify for levels of expertise- of 12 hours in-person (a mixture of theory and practical cases resolution), to be held in geographical sites which enable both students and trainers to make short journeys. We introduce the content training of 6 courses focused on the business and the regional realities, in line with the training needs of professionals. The training provides the necessary knowledge and skills for the optimal performance of the competencies required for the jobs.


Learning to love the culture of wine
Guided visits and interpretation of heritage

Wine tourism as a business model
Running and management of Wine Tourism
Wine Tourism management and working of the wine shop at wineries (levels 1 and 2)


Management of Corporate Communication and Branding 3.0
Corporate Image and Brand Positioning

Introduction to Marketing for wine tourism companies
How to create a marketing plan for Wine Tourism
Strategic marketing for wine tourism Companies
Strategic marketing for wine tourism Destinations

Consumer habits and market segmentation

The wine tourism digital business
Digital transformation and online business


Planning of the Value Offer through the Service Design Methodology
How to turn Products into Experiences
Management of Wine  Tourism Projects
Wine Tourism open to business and destinations


The experience of the Customer when Visiting the Winery
Parameterisation of the Quality Service

How to sell more wine through Wine Tourism
Marketing and Distribution: Techniques and Management
The role of Merchandising in Marketing
Promotion and Communication
Strategies for the Promotion of wine tourism companies

Strategies for the Promotion of Tourist Destinations
Professional advisors in food and wine tourism events

Economic and Financial management: Key concepts for the management of Wine Tourism as an Economic activity

Effective communication in guided visits
Management of Work Teams

Program for the Development of Management Competencies


The figure of the guide is essential in the experiential and specialized wine tourism products. In the case of Wine Tourism, the figure of the guide must combine the deep knowledge of wine culture and the region with enough communicative, motivation and guiding skills apart from interpreting the heritage. With this knowledge and tools, the visit at a winery or a vineyard shall in all cases be a rich and memorable experience. Guiding groups also requires knowing the profiles of the customers who visit the wineries and the wine tourism destinations, in order to be adapted to each of the routes and the contents of the visits.

Include the key elements when designing the visits and the wine tourism events.
Recognize the different profiles and segments of the tourism demand to be able to be adapted to the contents of the visits and routes.
Apply communication, interpreting of the heritage and guiding groups strategies to the wine tourism products

Content training

Designing, planning and managing wine tourism
– Professional profile of the wine tourism guide: the accompanying guide and the guide at the winery.
– Designing wine tourism visits.
– Primary profiles of wine tourism demand.
– Logistic aspects in the organization and conduct of wine tourism visits.
– Motivation and group guiding techniques.
– Communication techniques applied to wine tourism guiding.
– Support materials in the wine tourism visits.

Support tools to the wine tourism visits and experiences
– The role of the wine museums and the centres of interpretation in the wine tourism visits.
– The role of the tastings and wine tasting in the wine tourism visits.
– Visits to the vineyard and visits at the winery.
– The role of the revitalization and the interpretation of heritage in wine tourism visits.
– Rhythm and timing in wine tourism visits.
– Concepts of quality service and customer support in wine tourism visits.
– Concepts of active and passive safety in the wine tourism visits.

The participants will provide route models which are being made already or they wish to be made in their establishments in order to work on the practice of real routes.

Duration:         12 hours
Aimed at:        
Wineries, companies and wine tourism entities. Wine tourism Destinations.
                        Managers and/or staff in charge of companies and entities who wish to inlcude Wine Tourism as a business line in their organizations.


In a global market, it is essential that wineries, wine tourism centres and wine hotels improve the way they promote wine so that it may have a direct and an indirect effect on the increase of reservations and the decision taking of the customers. Staff responsible for Wine Tourism have to remain consistent and persistent when it comes to innovate, improve the setting of the visits and satisfy the wine tourism customer.

The purpose is to increase the attendees’ empowerment in Wine Tourism and consolidate their talents for leadership, their ability to solve problems and their involvement in work teams.

Content training

– Analysis, history and conceptual framework
– Basic concepts of Wine Tourism operational structure
– Global business in Wine Tourism
– Product and market basic strategies
– Experiences portfolio
– The profile of the wine tourism customer
– The need of a wine tourism business strategy
– Market demands

The establishments which market Wine Tourism should implement experience programs to encourage the visits, mastering the knowledge of the group and the new initiatives in the market. Today, Wine Tourism arranges what the customer wants to do at the destination so there is a need to have the content marketing very well planned. It is not about selling wine, it is about selling an experience where wine is the souvenir.

Train the participants for the planning and management of the events.

Content training

– Different models of experiences
– Potential sponsors and their management
– The events and the wine tasting
– Expressing wine in the wine tasting
– Materials for the wine tasting
– Sales and promotions
– Buying at the winery
– How to close the experience

Duration:       12 hours
Aimed at:       Wineries owners, managers and managing staff and companies which develop the Wine Tourism activity.


The destination management companies (DMC) have the role of developing the planning and structure of tourism. Marketing applied in the processes of tourism planning makes possible to tackle all stages, from the strategic dimension to the operational actions, placing the customer at the core of all decisions.

 Tourist destinations specialized in Wine Tourism shape their tourist offer, being oenology and the culture of wine the focal points over which diverse resources and tourist attractions clump together.

The strategic planning of the destinations stands as a management methodology that allows to consolidate the bases of the tourism policy in the long term, pointing at ‘what' and 'where to' the destination aims at and setting the competitive positioning in the tourist markets.

Get to know the instruments and tools that the strategic marketing provides for the management and planning of the wine tourism destinations.
Align the tourist destination and its value offer with the tourist market, trends and the more innovating and sustainable tourist development models.
Equip the participants with the necessary knowledge to carry out a strategic planning.

Content training

Module I: External Analysis                                                                                            
Module II: Internal analysis.                                                                                              
Module III: Market Intelligence.                                                                                     
Module IV: Selection of strategies.                                                                                 
Module V: Stages of the strategic planning.

Duration:        24 hours
Aimed at:       Staff responsible for DMC planning, Local development agents and wine tourism destinations technical staff and Tourism Officers of wine tourism destinagtions.

In order to be competitive, designing wine tourism products and services must be based on the motivations, the needs and expectations as well as on the different functional variables of the wine tourism demand. At the same time, these products and services should be designed to match the different channels and actors that converge in the tourism market ­a key factor to achieve a competitive position.

Include motivational and functional variables of the demand to design wine tourism products for wine tourism destinations.
Identify the main quality service criteria, the quality of infrastructures and equipment and the quality of the image.
Apply marketing criteria to design specific products for each segment and distribution channel in the wine tourism market suitable for each area.

Content training

Module I: Basic market intelligence applied to the main profiles of the wine tourism customer: general and specialized customers.                                                                     
Module II: The Wine Tourism national and international markets: structure, position, trends.
Module III: Creation of the integrated wine tourism product: resources and tourist attractions of the region.                                                                                                   
Module IV: Symbolic, emotional and experiential facets of the wine tourism offer.              
Module VI: Brand image and positioning of the wine tourism destination.

Duration:        24 hours
Aimed at:       Staff responsible for DMC planning, Local development agents and wine tourism destinations technical staff and Tourism Officers of wine tourism destinations.

Consumers of wine tourism experiences do not constitute an homogeneous group: their motivations and purchase preferences may be so diverse that they may turn the demand in a wide range of typologies of consumers, with different features and behaviours.

 Knowing to the maximum the wine tourism consumer is a key factor to be able to identify their needs and expectations, as well as to better understand their way of acting when it comes to take sales or consuming decisions. Understanding the reason of their behaviour and the variables which affect that, will enable us to make a micro-segmentation of the demand, outlining their profile and then developing the appropriate strategies.

Know the relevance of the consumers habits to satisfy their expectations.
Know who the consumer is and what their motivations are.
Understand the major internal and external factors that determine the habits of purchasing and consumption

Content training

Module I: Types of Wine Tourism consumers.                                                                
Module II: Psychological and influence factors in the purchasing process of wine tourism products. External factors. Internal factors.                                                                  
Module III: The decision making process in the wine tourism products consumer.             
Module IV: Criteria and variables of segmentation.

Duration:        16 hours
Aimed at:
      Staff responsible for the management and arrangements of wine tourism experiences for companies and organizations.
                        Staff in charge of designing the wine tourism product.

                                                              DIGITAL MARKETING

Companies and destinations pertaining to the wine tourism industry must thoroughly consider the online marketing when planning their strategies to combine them with the traditional marketing tools in a coordinated fashion (offline and in person).

How to plan the balance between the online and offline marketing in the operational marketing plan.
  Include technological innovative elements in the production processes and wine tourism marketing.
Maximize the promotion activity from the website and other online communication means.

Content training

Module I: Online marketing concepts and strategies, social media and web marketing.
Module II: Digital management applied to the production, communication, promotion, distribution and quality service and customer support processes.                                   
Module III: Inclusion and balance between the online and offline marketing actions.     
Module IV: The wine tourism company digital management from the smart destinations perspective.

Duration:        16 hours
Aimed at:
       Staff responsible for Wine Tourism qualified to set up a digital company.
                        Staff responsible for marketing and communication

Social media have lately become a crucial means of communication and promotion for any tourist activity -Wine Tourism is not any different. The course aims to immerse the participant in the area of the SM and the online marketing as a support for the traditional marketing activities and as a tool to reach new segments of the wine tourism demand and a smooth flow of communication with their interlocutors

Acknowledge the main SM and their role of support in the Wine Tourism marketing.
Choose the most appropriate social media for each company and each profile of wine tourism demand.
To benefit from each of them in facets of promotion, communication and marketing.

Conent training

Module I: Resources and technical description of the main SM adapted to the promotion, communication and marketing of Wine Tourism.                                                             
Module II: Strategic and operational objectives of the presence of each of them for the purposes of: information, communication, promotion, marketing.                                    
Module III: Communication techniques on SM.                                                              
Module IV: SM as integrated actions in the online and offline marketing plan.                  
Module V: Planning campaigns on SM.

Duration:        16 hours
Aimed at:
      Staff responsible for the management and arrangements of wine tourism experiences in companies and organizations.
Staff in charge of designing the wine tourism product.
Staff responsible of Wine Tourism with online communication responsibilities.
 Staff responsible for marketing and communication


Companies and organizations -chiefly wineries- that develop wine tourism activities constantly think about the need to stand out. The objective of creating a value offer which attracts the tourist, being that offer a satisfaction for him and turning the customer into a prescriber of our brand represents a challenge for all wineries and wine tourist organizations.

How can we create different and interesting wine tourism products? What are the grounds for our competitive advantage when the proposals of the competence are so similar? We can find the answers to these questions if we include new ways of designing our experiences by applying other methods, by placing the customer at the heart of the whole process as well as all the staff who take part in the sequence of the design and the rendition of the service.

Get to know the Service Design methodology applied to the design and implementation of wine tourism products.
  Include Service Design techniques when planning the value offer of the organization.
Learn how to design wine tourism products in a creative and innovative fashion, enriching the customer experience, the efficiency and profitability for the company.

Content training

Module I: What is the Service Design methodology? How does it help to improve and increase the customer satisfaction and the company efficiency?                                
Module II: Service Design basic principles. Stages of the process                                  
Module III: Tools and techniques for the development of creative and innovative wine tourism products.                                                                                                          
Module IV: Workshop on the product design based on Service Design.

Duration:        16 hours
Aimed at:
      Staff responsible for the management and arrangements of wine tourism experiences in companies and organizations.
Staff in charge of designing the wine tourism product

Wine Tourism perfectly combines two different areas: on the one side, the wine production as an industrial activity and tourism in its essential facet of services. For both sectors come to the same point and in order to focus on the creation of wine tourism experiences, you must have in mind several factors and manage them properly. Wine tourism products may be addressed from any type of demand, whether it is specialized or not. In all cases, the customer wants a memorable and enriching experience when he is in contact with the setting of wine.

To achieve that, wine tourism products must be conceived from the human scale and the emotional motivations, not leaving aside the attention to the logistic and operational components which will render the visits and wine tourism events more satisfactory per each customer profile

Apply experiential criteria and emotional elements in wine tourism products.
Include wine experience qualification criteria and indicators.
Identify the experiential and different facets of the wine tourism product for each specialized segment of the demand.

Content training

Module I: The concept of experiential tourism: characteristics and specific features. Emotional factors at the wine tourism visits and events.                                                    
Module II: Experiential tourism applied to the major wine tourism profiles of demand: market-based profiles.                                                                                                        
Module III: Concepts, design and development of wine tourism products based on motivations, functional factors and the expectations of the demand.                                
Module IV: Strategies and techniques for the revitalization and heritage interpreting applied to wine tourism products

Duration:        16 hours
Aimed at:
       Staff responsible for the management and arrangements of wine tourism experiences in companies and organizations.
Staff in charge of designing wine tourism products.

Managing projects requires a systematic methodology that allows the sequencing and planning of all necessary components in order to guarantee the implementation and performance of the project with excellence. There is a need for managers and entrepreneurs in Wine Tourism, either public or private, to know the main tools, strategies and management models that lead them to success. Elements such as strategic planning and market identification abilities, human resources management, marketing and financial components, different existing sources of market intelligence, technical assistance and financing are the tools included.

The course provides two different variants:
– Project management for wine tourism companies
– Project Management for tourist destinations

Get to know the timing in the project management methodology.
Identify the different options to create, improve and update the wine tourism projects.
Include qualitative and quantitative criteria and indicators to the planning and management of wine tourism projects.
  Recognize the public and private sources of cooperation in the wine tourism projects.

Content training

Module I: Conceptualization, design and implementation of a wine tourism project. Project management applied to Wine Tourism.                                                                        
Module II: Market information and market intelligence for the implementation of wine tourism projects.                                                                                                           
Module III: Project management planning process: technical resources, logistics, human resources, costs, quality, marketing, etc.                                                                      
Module IV: The public and private roles devising, designing and implementing wine tourism products. Models of public and private cooperation in wine tourism projects.                       
Module V: Sources of funding for wine tourism projects. Technical assistance sources for wine tourism projects.

Duration:        16 hours
Aimed at:
       Staff responsible for wine tourism companies and organizations.
Staff responsible for DMC planning, Local development.
Agents and Tourism Officers for wine tourism destinations.


The customer’s visit to the winery should always be a memorable moment, lasting for a long time. This experience should be transferred to later moments when the customer becomes a consumer and orders in a restaurant or at his local wine shop the same wine from the winery he visited some months ago.

The customer’s experience making process must be planned down to the last detail. A deep know-how about the customer shapes the ground to build up the Customer Experience map.

Get to know the facets of the brand in the Customer Experience.
Draw up the Customer Experience map.
Get to know the key indicators for measuring the customer satisfaction at the winery experience

Content training

Module I: Emotions as a standing factor compared to rational arguments.Content training. Module II: Drawing up the Customer Journey or the Customer Map and the different stages of the process.                                                                                                               
Module III: Tailored communication means per type of customer.                                     
Module IV: TheKey Performance Indicators. Indicators which allow to set up the programs for the fulfilment of objectives. What are they and what are they for?                           
Module V: The customer satisfaction. How to manage it? How to measure it?

Duration:        8 hours
Aimed at:        Wine Tourism staff.

The degree of general satisfaction perceived during the making of a wine tourism experience at the winery is the result of the perception levels upon a set of factors of internal and external nature.

The experience does not start when the customer comes in through the front door neither it ends when he walks out the door.

In order to know the degree of satisfaction and quality that the customer has gained in our organization we have to analyse the external and internal factors involved, as well as the costs the customer has incurred in that relationship.

Sometimes we measure the quality of service we render from our own perspective, without realising we may fall into a huge gap between the quality we believe we are providing and the actual quality the customer perceives. Then, it is necessary to establish some quality standards system with parameters that enable us to quantify the degree of satisfaction with the quality of service they have gained.

Identify and measure the gap between the offer and the provision of the service.
Establish parameters and standards for measuring the quality of service.
Include customer’s satisfaction acquisition tools.

Content training

Module I: Features of the company’s value offer. Products and services. Differences and specialities. Basic and additional services.                                                                          
Module II: Influential external and internal factors in the quality service perception from the customer’s perspective.                                                                                                 
Module III: Costs associated with the customer’s experience in his relationship with the company.                                                                                                                          
Module IV: Parameterisation of the quality service.                                                     
Module V: Tools for gathering feedback about the service quality.

Duration:        16 hours
Aimed at:      Staff responsible for the management and arrangements of wine tourism experiences in companies and organizations.


Markets have had an essential role along the centuries in villages’ and towns’ commerce and economy. They have also contributed to the cultural and technical spreading as well as to consolidate the Spanish and European great cultural and commercial routes.

All that is fully applicable to the setting of wine and Wine Tourism, where trade fairs and other kind of promotional events or business meetings blend as a marketing tool with digital marketing and communication strategies and actions. Trade fairs and business meetings allow to do business in a personal way, get to know the middlemen in person or the final customers as well as to develop public relations and organize direct impact promotional events within the framework of the fair: tastings, wine tastings, products or destinations presentations, etc.

Whether we attend as exhibitors or professional visitors, these workshop tools will help all our actions be benefit-oriented.

Provide participants with knowledge of the industry of trade fairs and promotional events: typologies, arrangements, follow-up.
  Equip participants with practical tools to make their participation effective in trade fairs and business events: materials, preparation, performance at the stand, evaluation, market intelligence applied to trade fairs.
Know the major trade fairs and promotional or business events related to Wine Tourism in Spain, Europe and the international sphere.
Include strategies and systems for coordinating the participation in trade fairs with marketing actions and online communication.

Content training
Day 1 Preparation and arrangements for the attendance to trade fairs.
– Introduction to the role of the trade fairs in the current tourism and wine tourism marketing
– Main typologies of trade fairs (general fairs, one-theme fairs, open to trade visitors).
– Scope of the trade fairs: local/ nearby, regional, national/transnational, international fairs.
– Logistic preparation for the fair.
– Where to find market information and market intelligence to achieve the highest effectiveness of the fair.
– Types of stands and their adaptation to the kind of fair.
– Trade show resources and performance at the stand.

Day 2 Design and operation of promotional and commercial events at the fair.
– Necessary materials and attention schemas based on visitors.
– Typology and call for promotional and commercial events at the fair: tastings, wine tastings, destination presentations and press conferences, product seminars, networking, commercial workshops, showrooms, pop-up events...
– The role of the current fairs combined with online marketing and communication.
– Sustainability applied to fairs and promotional events.
– Follow-up to benefit from the participation in trade fairs.

Participants are invited to present their cases, specific needs and successful/failure experiences related to the participation in trade fairs and commercial events to use them as real cases to be applied to the workshop contents.

Duration:         12 hours
Aimed at:         Staff in charge of the promotion and communication of wine tourism products.

The spreading and specialization of Wine Tourism and its increasingly relevant role in the Spanish and international tourism requires more and more qualified and specific professional profiles. This need is even more visible in the world of MICE tourism and the business and meetings industry in general.

Trade fairs and exhibitions focused on the wine and Wine Tourism setting are more and more frequently held. They run parallel to the actual great development of the gastronomy industry. Therefore, there is a need for more professionals who can assist in the managing and implementation of events, trade fairs and all sort of meetings and promotional activities related to Wine Tourism in Spain with an international calling too.

Develop an assistant profile for events, meetings and incentives specialized in Wine Tourism, and Food and Wine industry.
Provide the participants with practical and operational knowledge in the Wine Tourism industry: actors, type of events and their customers’ profiles.
Provide the participants with operational knowledge in the MICE tourism and the business and meetings industry in general.

Subject matter
Motivation for tourism in general and more specifically for the food and wine tourism; a calling for interpersonal communication and public relations.

Content training
Day 1 Preparation and arrangements for the attendance to trade fairs.
– Introduction to the wine and Wine Tourism settings.
– Types of wines.
– The land, the climate, the history the setting of wine.
– Understanding a wine label.
– Wine competitions.
– Wine Tourism within the framework of gastronomy and gastronomy tourism.
– Types of wine tourism and food and wine customers
– The figures of oenologist, wine producer, sommelier and their roles.
– Protocols, design and service processes: the handling of the glass, the service, micro-oxygenation, decantation, service etiquette.
– Concepts and formats of wine tastings and tastings
– Spaces and materials used.
– Concept and implementation of harmonies.

Day 2 Design and operation of promotional and commercial events at the fair.
– Types of trade fairs and exhibitions devoted to wine and Wine Tourism and their objetives: general, specialized and only for trade visitors.
– Types of stands and their setting up.
– Concept and types of MICE tourism and the meetings industry in general.
– Professional and business tourism.
– Wine Tourism incentives.
– Tourist events at wineries.
– Wine and gastronomic events.
– Wine tourism events in hotels.
– The figure of the conference manager in hotels.
– Basic, operational English for wine tourism events
– Assistance to the general public.
– Concepts of service quality and customer support.

Duration:        12 hours
Aimed at:        Professionals and/or students of tourism/ of tourism, oenology and catering.



Academic Director: José María de Juan


España Global                                                                                                         
Ministry of FFAA, EU and Cooperation

Turespaña and Icex 
Ministry of Industry, Commerce and Tourism

International Tourism Trade Fair

Spanis Royal Academy of Gastronomy

World Food Travel Association

Organizadores Profesional Events Organizers

Representative Platform for Physical Disability People


COORDINATOR: Wine Tourism Association of Spain

CONTACT INFORMATION:   +34 617 33 75 98     +34 639 75 19 05

DEVELOPER: Wine Tourism Institute of Spain

Enoturismo de España ®  
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